master thesis presentation-customer satisfaction-the case of the call center at an binh bank
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Student: Doan Thi Ngoc ThanhTutor: Dr. Nguyen Van Phuc
1. Introduction
2. Literature Review
3. Data and Methodology
4. Research Results
5. Conclusions and Recommendations
• To identify determinants of customer satisfaction.
• To provide recommendations to improve customer satisfaction.
What are determinants of customer satisfaction within the call center ofAn Binh Bank?
- Does reliability affect customer satisfaction?- Does responsiveness affect customer satisfaction?- Does assurance affect customer satisfaction?- Does empathy affect customer satisfaction?- Do tangibles affect customer satisfaction?
Reliability(REL)
Responsiveness (RES)
Assurance(ASS)
Empathy(EMP)
Tangibles(TAN) Source: Parasuraman et al (1988)
Reliability (REL)
Responsiveness (RES)
Assurance (ASS)
Empathy (EMP)
Tangibles (TAN)
Customer satisfaction
(SAT)
H1
H2
H3
H4
H5
+
++
+
+
INDEPENDENT DEPENDENT
Prompt answers, understanding customers’ needs, reasonable hold time
RES
Consistent information, satisfactory answers, on first-call attempt, keeping informedREL
Knowledge, courtesy, making customers feel secured
ASS
Individualized attention, making efforts to help customers, recognized customers in later calls
EMP
Communication quality, working hours, voice techniques
TAN
Level of satisfaction, loyalty, worth-of-mouth recommendations
SAT
Hypothesis Statements
H1
There is a POSITIVE impact of reliability on customer satisfaction
H2
There is a POSITIVE impact of responsiveness on customer satisfaction
H3
There is a POSITIVE impact of assurance on customer satisfaction
H4
There is a POSITIVE impact of empathyon customer satisfaction
H5
There is a POSITIVE impact of tangibleson customer satisfaction
• Focus Group
• In-depth Interview
SAT = β0 + β1 *REL + β2 *RES +β3 *ASS + β4 *EMP + β5 *TAN
• Sample: 230
• Sampling method: Random
• Place: 03 branch offices in HCMC
• Survey Method: Face-to-face (163)
Email (67)
Variables Frequency Percent
Gender
Male 95 41.3
Female 135 58.7
Age
15-<25 5 2.2
25-<35 75 32.6
35-<45 90 39.1
45-<60 60 26.1
>60 0 0
Education level
High-school 25 10.9
College 50 21.7
University 130 56.5
Post-graduate 25 10.9
Variables MeanStandard deviation
Min Max
Reliability
(REL)3.1598 0.63963 2.00 4.25
Responsiveness
(RES)2.8159 0.81913 1.67 4.33
Assurance
(ASS)3.4859 0.60345 2.00 4.50
Empathy
(EMP)2.7337 0.67310 1.75 4.50
Tangibles
(TAN)3.0815 0.59164 1.75 4.25
Satisfaction
(SAT)3.12 0.70284 1.67 4.33
Cronbach Alpha: > 0.6
Variables Cronbach Alpha
Reliability .843
Responsiveness .84
Assurance .794
Empathy .845
Tangibles .728
Satisfaction .853
> 0.6
Variables Beta t Sig.
(Constant) .218 .717 .474
REL .373 5.981 .000
RES .175 3.055 .003
ASS .209 2.777 .006
EMP .168 2.298 .023
TAN .018 .251 .802
R2= 0.416
Hypothesis Statements p-value Results
H1Reliability .000
ACCEPTH2
Responsiveness .003
H3Assurance .006
H4Empathy .023
H5Tangibles .802 Reject
< .05
SAT = 0.218 + 0.373*REL + 0.175*RES + 0.209*ASS +
0.168*EMP
• Reliability affects customer satisfaction
• Responsiveness affects customer satisfaction
• Assurance affects customer satisfaction
• Empathy affects customer satisfaction
• Tangibles do NOT affect customer satisfaction
REL
RES
ASS
EMP
Products and Services
Call-handling
Business
Monitoring
Motivations
Appraisal
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